The director of A & S Software Group was recalling his entrepreneurial journey. It was in August 2013, and over the past 16 years he had seen the evolution of the company’s flagship product – enterprise resource planning software for educational institutes – and a variety of business models associated with it. While the product strategy evolved through various stages, he had conceptualized Blue Print software as a tool to enable the rapid development of software applications. As he aspired to take his business to the next level, he was searching for answers to the following questions: What are the possible options for improving the flagship product in the coming years? Could it be offered as a service? Does it make sense to take Blue Print software to the market?